Lead Generation

Client: E.ON

Type: Marketing Automation

E.ON is one of the world’s largest investor-owned power and gas companies. E.ON wants to distinguish itself by delivering cleaner and better energy. They claim a truly personal approach that makes them accessible for every entrepreneur.

Approach
We started a pilot to show the added value of marketing automation to the marketing strategy. We selected a target of approximately 10,000 companies that barely responded to any previous marketing approach so far. In the pilot Eloqua was used to make telemarketing more effective.

Results
The campaign realized a movement in the Lead Scoring Model by getting prospects to a higher commitment level and enrich their profile fit.
These results are mapped in a Lead Scoring Model.

  • Reduction of cost per lead is more than doubled compared to KPI.
  • Lead rate increased 50% more than KPI.
  • Increase in the number of effective calls per hour has doubled compared to KPI.